在中国移动从用户体验的成功典范逐步走向用户吐槽的对象的过程中，我们看到了一个曾经的行业巨头如何在市场竞争和用户需求变化中迷失方向。本文将通过作者的亲身经历，详细剖析中国移动在5G时代用户体验的崩塌过程，探讨其背后的原因以及未来可能的改进方向。

又又又一次，我被中国移动的电话吵醒。

要在以前，每次接到中国移动的电话，我都会认真接听，唯恐错过什么重要通知，但现在我都是直接愤怒挂掉——我已经厌倦了中国移动打着免费升级福利的幌子来推销产品。

在我眼里，中国移动已经成为中国最大的电销头子之一，甚至说它是中国最大的电信诈骗公司之一也不为过（后文会解释）。

曾几何时，中国移动是最重视用户体验的公司之一，也是靠用户体验成功的典型，但不知道何时逐步走向了用户体验的反面，成为了用户的敌人。

本文就带你来系统梳理一下。

01 中国移动如何靠用户体验成功?

1999年，中国移动成立，是从原中国电信剥离移动通信资产后组建，前身是1997年成立的中国电信移动通信局。在2000年到2008年的2G时代，中国移动凭借出色的用户体验在移动通信市场一枝独秀，市场份额一度超过70%。

1.广泛的网络覆盖

中国移动优先建设了覆盖广泛的基站网络，满足了用户”随时随地能打电话”的基本需求。

早期通过密集基站建设（如广东、浙江先行试点），实现城市重点区域100%覆盖，农村覆盖率超90%（2005年），解决“信号盲区”痛点，奠定用户基础。

2.符合用户需求的产品

中国移动推出“全球通”“神州行”“动感地带”等标准化套餐，按流量、通话时长分层定价，降低用户选择成本。

• “全球通”品牌，提供国际漫游、语音信箱等高端服务，主打高端（商务）客户。
• “神州行”预付费卡，简化开户流程，吸引价格敏感用户（农民工等）。
• “动感地带”针对学生群体推出低价流量包，月费低至10元。没错，我就是通过动感地带入的中国移动的坑。

此外，短信、彩信、彩铃等增值业务丰富了用户体验，尤其是短信业务成为重要的社交工具。

3.客户服务体系

建立超5万家实体营业厅，覆盖乡镇一级，提供面对面业务办理与故障处理，提升服务可及性。

建立了”10086″统一客服热线，提供便捷的服务渠道。

4.积分回馈机制

推出积分兑换系统，增强用户黏性和忠诚度。

5.用户体验跟踪机制

在中国，中国移动是用户满意度调查的鼻祖，最早可以追溯到1998年、1999年。满意度指标被作为管理工具，在中国移动集团得到推广，每一个分公司都要接受来自用户体验的考核。

正是因为太成功了，到了2008年，为平衡中国移动“一家独大”的局面，工信部推动重组，旨在实现三家全业务运营商（移动、电信、联通）的均衡竞争。

这次重组，使得电信行业全业务竞争开启：三家运营商均具备移动、固网、宽带等综合服务能力。

随后的2009年到2013年，中国迎来了2G向3G时代的过渡。

在3G时代(2009-2013年)，尽管采用了技术劣势明显的TD-SCDMA标准，中国移动仍通过终端补贴、流量优惠和客服响应升级等方式弥补技术短板，成功守住市场份额。

到了4G时代(2014-2018年)，中国移动重新获得技术优势，建成全球最大4G网络，推出”流量不清零”和”不限量套餐”等创新资费模式，与内容提供商合作推出”免流套餐”，用户体验再上新台阶。

2019年进入5G时代后，中国移动通过大规模5G网络建设和场景化服务继续保持领先，但市场份额和用户增长却开始放缓，5G渗透率不及预期。

02 中国移动是如何走向用户体验的反面的?

中国移动进入5G时代用户增长几乎陷入了停滞；市场份额在逐年走低，相比巅峰时70%-80%缩水明显；5G的渗透率55%，三家电信运营商差距在缩小。

（注：2025年5G用户数为”网络客户”（实际使用用户），与前期”套餐用户”统计口径不同）

这背后或许有市场竞争加剧、监管政策的平衡作用，但“背离用户需求，损害用户体验”或许才是根本原因。

1. 产品资费贵，性价比低

作为市场份额最大的运营商，中国移动同价位套餐配置通常低于竞争对手，性价比低。

我特意去三家电信运营商的官网，对比了它们的资费套餐（部分），然后制作了下面这张图：

这里要说明一点，5G套餐刚出现时，三家电信运营商的5G套餐起步价都是128/129元起。中国移动比较鸡贼，如今悄悄下调资费到79元，门槛变低了，但是15GB+50分钟通话的配置，真的狗都不用。

2. 强制营销与营销不透明

我是2007年北京上大学，学校派发的“动感地带”号入坑的中国移动。

那个时候，北京动感地带校园卡采取“0元月租”模式，但需绑定必选增值服务包（如5元来电显示、10元短信包），实际月均消费约15-25元。

十多年过去了，不知道为啥这个号的月实际消费早就超过了百元。

当我有一天和朋友聊天时，才发现自己是个冤大头——朋友的资费套餐比我便宜得多，通话时长和流量却比我多。

那一刻我开始回忆，中国移动是怎样一步步抬高我的月消费的——没错，就是电话营销。

如果你是中国移动的用户，接下来这个场景你一定不会陌生：

https://vk.com/topic-230422948_53613945
https://vk.com/topic-230422948_53613948
https://vk.com/topic-230383238_53613947
https://vk.com/topic-230422948_53613950
https://vk.com/topic-230383238_53613951
https://vk.com/topic-230422948_53613952
https://vk.com/topic-230383238_53613953
https://vk.com/topic-230422948_53613954
https://vk.com/topic-230383238_53613955
https://vk.com/topic-230422948_53613957
https://vk.com/topic-230383238_53613958
https://vk.com/topic-230422948_53613960
https://vk.com/topic-230383238_53613961
https://vk.com/topic-230422948_53613963
https://vk.com/topic-230383238_53613964
https://vk.com/topic-230422948_53613966
https://vk.com/topic-230383238_53613967
https://vk.com/topic-230422948_53613968
https://vk.com/topic-230383238_53613969
https://vk.com/topic-230422948_53613970
https://vk.com/topic-230383238_53613971
https://vk.com/topic-230383238_53613974
https://vk.com/topic-230422948_53613973
https://vk.com/topic-230383238_53613976
https://vk.com/topic-230383238_53613978
https://vk.com/topic-230383238_53613980
https://vk.com/topic-230383238_53613981
https://vk.com/topic-230422948_53613983
https://vk.com/topic-230383238_53613984
https://vk.com/topic-230422948_53613986
https://vk.com/topic-230383238_53613987
https://vk.com/topic-230422948_53613988
https://vk.com/topic-230383238_53613989
https://vk.com/topic-230422948_53613990
https://vk.com/topic-230383238_53613993
https://vk.com/topic-230422948_53613994
https://vk.com/topic-230383238_53613996
https://vk.com/topic-230422948_53613997
https://vk.com/topic-230383238_53613999
https://vk.com/topic-230422948_53614000
https://vk.com/topic-230383238_53614003
https://vk.com/topic-230422948_53614004
https://vk.com/topic-230383238_53614006
https://vk.com/topic-230422948_53614007
https://vk.com/topic-230422948_53614009
https://vk.com/topic-230422948_53614011
https://vk.com/topic-230299036_53412685
https://vk.com/topic-230455904_53192291
https://vk.com/topic-230422948_53614020
https://vk.com/topic-230299036_53412697
https://vk.com/topic-230383238_53614021
https://vk.com/topic-230455904_53192293
https://vk.com/topic-230422948_53614023
https://vk.com/topic-230299036_53412699
https://vk.com/topic-230383238_53614024
https://vk.com/topic-230455904_53192295
https://vk.com/topic-230422948_53614026
https://vk.com/topic-230299036_53412703
https://vk.com/topic-230383238_53614027
https://vk.com/topic-230455904_53192297
https://vk.com/topic-230422948_53614028
https://vk.com/topic-230299036_53412706
https://vk.com/topic-230383238_53614030
https://vk.com/topic-230455904_53192299
https://vk.com/topic-230422948_53614031
https://vk.com/topic-230299036_53412709
https://vk.com/topic-230383238_53614032
https://vk.com/topic-230455904_53192303
https://vk.com/topic-230422948_53614033
https://vk.com/topic-230299036_53412711
https://vk.com/topic-230383238_53614034
https://vk.com/topic-230455904_53192306
https://vk.com/topic-230422948_53614038
https://vk.com/topic-230299036_53412713
https://vk.com/topic-230383238_53614039
https://vk.com/topic-230455904_53192308
https://vk.com/topic-230422948_53614041
https://vk.com/topic-230299036_53412716
https://vk.com/topic-230383238_53614042
https://vk.com/topic-230455904_53192311
https://vk.com/topic-230422948_53614043
https://vk.com/topic-230299036_53412718
https://vk.com/topic-230383238_53614044
https://vk.com/topic-230455904_53192313
https://vk.com/topic-230422948_53614045
https://vk.com/topic-230299036_53412721
https://vk.com/topic-230383238_53614046
https://vk.com/topic-230455904_53192315
https://vk.com/topic-230422948_53614048
https://vk.com/topic-230299036_53412724
https://vk.com/topic-230383238_53614049
https://vk.com/topic-230455904_53192316
https://vk.com/topic-230422948_53614051
https://vk.com/topic-230299036_53412727
https://vk.com/topic-230383238_53614052
https://vk.com/topic-230455904_53192319
https://vk.com/topic-230422948_53614054
https://vk.com/topic-230299036_53412733
https://vk.com/topic-230383238_53614055
https://vk.com/topic-230455904_53192320
https://vk.com/topic-230422948_53614056
https://vk.com/topic-230299036_53412737
https://vk.com/topic-230383238_53614057
https://vk.com/topic-230455904_53192323
https://vk.com/topic-230299036_53412740
https://vk.com/topic-230422948_53614058
https://vk.com/topic-230383238_53614059
https://vk.com/topic-230455904_53192325
https://vk.com/topic-230299036_53412743
https://vk.com/topic-230422948_53614062
https://vk.com/topic-230383238_53614063
https://vk.com/topic-230455904_53192326
https://vk.com/topic-230299036_53412744
https://vk.com/topic-230422948_53614064
https://vk.com/topic-230383238_53614065
https://vk.com/topic-230455904_53192327
https://vk.com/topic-230299036_53412745
https://vk.com/topic-230422948_53614068
https://vk.com/topic-230383238_53614069
https://vk.com/topic-230455904_53192328
https://vk.com/topic-230299036_53412746
https://vk.com/topic-230422948_53614072
https://vk.com/topic-230383238_53614073
https://vk.com/topic-230455904_53192331
https://vk.com/topic-230299036_53412747
https://vk.com/topic-230422948_53614074
https://vk.com/topic-230383238_53614075
https://vk.com/topic-230455904_53192334
https://vk.com/topic-230299036_53412749
https://vk.com/topic-230422948_53614077
https://vk.com/topic-230383238_53614078
https://vk.com/topic-230455904_53192336
https://vk.com/topic-230299036_53412752
https://vk.com/topic-230422948_53614079
https://vk.com/topic-230383238_53614080
https://vk.com/topic-230455904_53192337
https://vk.com/topic-230299036_53412754
https://vk.com/topic-230422948_53614083
https://vk.com/topic-230383238_53614084
https://vk.com/topic-230455904_53192339
https://vk.com/topic-230422948_53614086
https://vk.com/topic-230299036_53412756
https://vk.com/topic-230383238_53614087
https://vk.com/topic-230455904_53192340
https://vk.com/topic-230422948_53614088
https://vk.com/topic-230299036_53412757
https://vk.com/topic-230383238_53614089
https://vk.com/topic-230455904_53192342
https://vk.com/topic-230422948_53614091
https://vk.com/topic-230299036_53412758
https://vk.com/topic-230383238_53614092
https://vk.com/topic-230455904_53192344
https://vk.com/topic-230422948_53614093
https://vk.com/topic-230299036_53412760
https://vk.com/topic-230383238_53614095
https://vk.com/topic-230455904_53192345
https://vk.com/topic-230422948_53614098
https://vk.com/topic-230299036_53412761
https://vk.com/topic-230383238_53614099
https://vk.com/topic-230455904_53192347
https://vk.com/topic-230422948_53614100
https://vk.com/topic-230299036_53412762
https://vk.com/topic-230383238_53614101
https://vk.com/topic-230455904_53192349
https://vk.com/topic-230422948_53614105
https://vk.com/topic-230299036_53412764
https://vk.com/topic-230383238_53614106
https://vk.com/topic-230455904_53192351
https://vk.com/topic-230299036_53412765
https://vk.com/topic-230422948_53614110
https://vk.com/topic-230383238_53614111
https://vk.com/topic-230455904_53192352
https://vk.com/topic-230299036_53412768
https://vk.com/topic-230422948_53614112
https://vk.com/topic-230383238_53614114
https://vk.com/topic-230455904_53192354
https://vk.com/topic-230422948_53614115
https://vk.com/topic-230299036_53412770
https://vk.com/topic-230383238_53614116
https://vk.com/topic-230455904_53192355
https://vk.com/topic-230422948_53614118
https://vk.com/topic-230299036_53412772
https://vk.com/topic-230383238_53614119
https://vk.com/topic-230455904_53192357
https://vk.com/topic-230422948_53614121
https://vk.com/topic-230299036_53412773
https://vk.com/topic-230383238_53614124
https://vk.com/topic-230455904_53192359
https://vk.com/topic-230422948_53614126
https://vk.com/topic-230299036_53412777
https://vk.com/topic-230383238_53614127
https://vk.com/topic-230455904_53192361
https://vk.com/topic-230422948_53614129
https://vk.com/topic-230299036_53412779
https://vk.com/topic-230383238_53614130
https://vk.com/topic-230455904_53192362
https://vk.com/topic-230422948_53614131
https://vk.com/topic-230299036_53412781
https://vk.com/topic-230383238_53614132
https://vk.com/topic-230455904_53192366
https://vk.com/topic-230422948_53614133
https://vk.com/topic-230299036_53412782
https://vk.com/topic-230383238_53614134
https://vk.com/topic-230455904_53192368
https://vk.com/topic-230422948_53614135
https://vk.com/topic-230299036_53412785
https://vk.com/topic-230383238_53614136
https://vk.com/topic-230455904_53192370
https://vk.com/topic-230299036_53412787
https://vk.com/topic-230422948_53614139
https://vk.com/topic-230383238_53614140
https://vk.com/topic-230455904_53192371
https://vk.com/topic-230299036_53412788
https://vk.com/topic-230422948_53614142
https://vk.com/topic-230383238_53614143
https://vk.com/topic-230455904_53192372
https://vk.com/topic-230299036_53412789
https://vk.com/topic-230422948_53614144
https://vk.com/topic-230383238_53614145
https://vk.com/topic-230455904_53192373
https://vk.com/topic-230299036_53412790
https://vk.com/topic-230422948_53614147
https://vk.com/topic-230383238_53614148
https://vk.com/topic-230455904_53192375
https://vk.com/topic-230299036_53412794
https://vk.com/topic-230422948_53614149
https://vk.com/topic-230383238_53614150
https://vk.com/topic-230455904_53192376
https://vk.com/topic-230299036_53412795
https://vk.com/topic-230422948_53614152
https://vk.com/topic-230383238_53614153
https://vk.com/topic-230455904_53192377
https://vk.com/topic-230299036_53412796
https://vk.com/topic-230422948_53614155
https://vk.com/topic-230383238_53614156
https://vk.com/topic-230455904_53192378
https://vk.com/topic-230299036_53412797
https://vk.com/topic-230422948_53614158
https://vk.com/topic-230383238_53614160
https://vk.com/topic-230455904_53192379
https://vk.com/topic-230422948_53614161
https://vk.com/topic-230299036_53412799
https://vk.com/topic-230383238_53614162
https://vk.com/topic-230422948_53614163
https://vk.com/topic-230383238_53614165
https://vk.com/topic-230455904_53192386
https://vk.com/topic-230299036_53412807
https://vk.com/topic-230383238_53614180
https://vk.com/topic-230422948_53614181
https://vk.com/topic-230455904_53192389
https://vk.com/topic-230299036_53412809
https://vk.com/topic-230383238_53614184
https://vk.com/topic-230422948_53614185
https://vk.com/topic-230383238_53614187
https://vk.com/topic-230299036_53412810
https://vk.com/topic-230455904_53192390
https://vk.com/topic-230422948_53614188
https://vk.com/topic-230299036_53412811
https://vk.com/topic-230383238_53614189
https://vk.com/topic-230455904_53192393
https://vk.com/topic-230422948_53614190
https://vk.com/topic-230299036_53412814
https://vk.com/topic-230455904_53192394
https://vk.com/topic-230383238_53614193
https://vk.com/topic-230422948_53614194
https://vk.com/topic-230299036_53412816
https://vk.com/topic-230455904_53192395
https://vk.com/topic-230383238_53614195
https://vk.com/topic-230422948_53614196
https://vk.com/topic-230299036_53412818
https://vk.com/topic-230383238_53614198
https://vk.com/topic-230455904_53192396
https://vk.com/topic-230422948_53614199
https://vk.com/topic-230422948_53614232
https://vk.com/topic-230383238_53614233
https://vk.com/topic-230455904_53192410
https://vk.com/topic-230299036_53412844
https://vk.com/topic-230422948_53614237
https://vk.com/topic-230383238_53614238
https://vk.com/topic-230455904_53192411
https://vk.com/topic-230299036_53412845
https://vk.com/topic-230422948_53614239
https://vk.com/topic-230383238_53614240
https://vk.com/topic-230455904_53192412
https://vk.com/topic-230299036_53412847
https://vk.com/topic-230422948_53614244
https://vk.com/topic-230383238_53614245
https://vk.com/topic-230455904_53192413
https://vk.com/topic-230299036_53412848
https://vk.com/topic-230422948_53614248
https://vk.com/topic-230383238_53614249
https://vk.com/topic-230455904_53192414
https://vk.com/topic-230299036_53412850
https://vk.com/topic-230422948_53614252
https://vk.com/topic-230383238_53614253
https://vk.com/topic-230455904_53192417
https://vk.com/topic-230299036_53412851
https://vk.com/topic-230422948_53614256
https://vk.com/topic-230383238_53614257
https://vk.com/topic-230455904_53192418
https://vk.com/topic-230299036_53412853
https://vk.com/topic-230422948_53614260
https://vk.com/topic-230383238_53614261
https://vk.com/topic-230455904_53192419
https://vk.com/topic-230299036_53412854
https://vk.com/topic-230422948_53614263
https://vk.com/topic-230383238_53614264
https://vk.com/topic-230455904_53192421
https://vk.com/topic-230299036_53412857
https://vk.com/topic-230422948_53614265
https://vk.com/topic-230383238_53614266
https://vk.com/topic-230455904_53192423
https://vk.com/topic-230299036_53412858
https://vk.com/topic-230422948_53614267
https://vk.com/topic-230383238_53614268
https://vk.com/topic-230455904_53192426
https://vk.com/topic-230299036_53412860
https://vk.com/topic-230422948_53614271
https://vk.com/topic-230383238_53614272
https://vk.com/topic-230455904_53192427
https://vk.com/topic-230299036_53412861
https://vk.com/topic-230422948_53614273
https://vk.com/topic-230383238_53614274
https://vk.com/topic-230455904_53192428
https://vk.com/topic-230299036_53412862
https://vk.com/topic-230422948_53614277
https://vk.com/topic-230383238_53614278
https://vk.com/topic-230455904_53192429